A curated excerpt from Tap by Anindya Ghose.
Sharing consumers’ positive stories about a brand can be a highly effective marketing strategy.
Renée Richardson Gosline, Jeffrey Lee, and Glen Urban
March 21 and 22, MIT SMR is opening its website to one and all, offering free and unlimited access.
Why hasn’t the proliferation of social media resulted in long-lasting social and business change?
Manuel Cebrian, Iyad Rahwan, and Alex “Sandy” Pentland
Subscription e-commerce uses AI to offer personalized, low cost, convenient products. It’s working.
Jay I. Sinha, Thomas Foscht, and Thomas T. Fung
For companies, the social media behavior of employees represents both an opportunity and a risk.
Marie-Cécile Cervellon and Pamela Lirio
To calculate ROI accurately, you need to estimate the fraction of profits attributable to the investment.
Neil T. Bendle and Charan K. Bagga
Social media provides a game-changing opportunity to support innovation and new product development.